Strategic CIO // Enterprise Agility
Commentary
7/17/2014
09:06 AM
Chris Curran
Chris Curran
Commentary

CIO-CMO Relationship: Plagued By Digital Pretenders

Digital strategies that focus only on customer engagement are shallow. But to go deeper, CIOs and CMOs must be partners.

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MDMConsult14
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MDMConsult14,
User Rank: Moderator
7/25/2014 | 5:09:57 AM
Re: "Digital" goes far beyond marketing
Strategy with the CIO-CMO relationship are important. With shifts, being able to create experiences together for the customer and having deeper insights of these areas will be required. Also adopting agile development and being able to integrate technologies as part of the roles will pressure more digital adoption between the roles.
Laurianne
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Laurianne,
User Rank: Author
7/23/2014 | 11:33:10 AM
CIO/CMO
Tech company CIOs seem to be making the leap to working as true partners with their CMOs faster than other verticals' CIOs. It is seen as not nice to have, but mandatory, by the tech CIOs I talk to about this topic. On a related note, more tech company CIOs are being taken to customer sales pitches now. The customer CIO wants to hear from the tech company CIO -- directly. They have become ambassadors for the brand. That is a purely external focus.
Jawaz Illavia
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Jawaz Illavia,
User Rank: Apprentice
7/19/2014 | 3:29:42 AM
"Digital" goes far beyond marketing
Digital initiatives often start with the CIO/CMO relationship but care must be taken to ensure that this isn't the ONLY relationship to drive digital initiatives. Digital initatives span all functions and areas and what we're likely to see is a gradual blurring of teams that will need to start looking at digital in a much broader context. I'm seeing this already - but it's happening organically without necessarily a real understanding of what the end picture will look like. Ultimately there won't be "digital" job roles/titles/functions with the term as they become part of the organisation's DNA.
ChrisMurphy
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ChrisMurphy,
User Rank: Author
7/17/2014 | 10:48:24 AM
Marketing can't dominate
This data is a good antidote to the "CMO will spend more on tech than the CIO" fever that's been spreading the past year. A CMO that takes the attitude that it's a marketing tech budget to do with as she/he sees fit is missing broader opportunities to connect people more broadly in the company. I think this line nails the problem: "CMOs are looking outward toward the customer while most CIOs are looking at internal business operations". They hvaen't seen a natural need to collaborate, it's on the two leaders to wear a new track in the carpet between their offices.      
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